[FULL ACCESS] Digital Marketing Report

This assignment requires a report that outlines the differences between traditional and digital marketing. The report should explain the omni-channel nature of the customer journey and how data analysis enables marketers to map this journey to improve company performance and customer experience. The report should also discuss various methods of communicating with customers, including analytics, brand relationship, SEO, and different modes of communication such as blogs and YouTube.

DIGITAL
MARKETING
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Table of Contents
INTRODUCTION ..........................................................................................................................3
4.2 Write a report that outlines the differences between traditional and digital marketing. ......3
Explaining the Omni channel nature of the customer journey, and how the analysis of data
enables marketers to map this journey to improve company performance and improve the
customer experience....................................................................................................................4
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6
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INTRODUCTION
Marketing is a business function which involves promotions and selling of products and
services that are offered by the organisation (Ryan, 2016). Additionally, marketing also includes
other activities such as advertisement, market research, distribution of products, etc. This report
will discuss about various marketing tactics that are adapted by the companies in order to expand
their business by promoting their products and services such as digital marketing and traditional
marketing. The ultimate goal of conducting these marketing activities are to increase the number
of sales of the company and earn revenue. The report will also help in understanding the nature
of the customer towards the demand of the products and how these data can help in improving
the customer experience. Traditional marketing is an old method of promoting the products,
however there are upgraded tools available to promote the goods such as internal or digital
marketing. Digital marketing is a cheap and more influential method of promotion and likely to
be used by many companies.
4.2 Write a report that outlines the differences between traditional and digital marketing.
Digital marketing and traditional marketing are the methods of promoting, however both
of them use different technique to reach the customer with the same motive which is to increase
the number of sales and maximise profit. The differences are mentioned below:
Traditional Marketing Digital Marketing
It is a method of marketing that has been
adapted by the companies ever since the
concept of marketing came into existence
such as newspaper, billboard, print ads, etc.
(Mughari, 2011).
It is a new method of marketing which
includes promoting products and services
through digital technology such as internet,
mobile phones, display advertisement, etc.
This marketing method is already exposed to
market, hence it is easy to use and
understand.
As it is a new method of marketing, hence
people are still exploring its efficiency,
however it helps in other ways such as
communicating with the customers, real time
results, etc.
It is easy to target local audience through
traditional marketing with the help of radio
With the help of digital marketing, the
organisation can target international audience
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ads, mailbox flyers, etc. along with the local audience through internet,
social media and other means.
Print or radio promotions is a costly affair.
Hence, it needs more investment which raises
the cost of the company.
It is a cost efficient method of promoting
goods and services.
Explaining the Omni channel nature of the customer journey, and how the analysis of data
enables marketers to map this journey to improve company performance and improve the
customer experience.
Along with time, digital marketing has influenced the customer’s journey and experience
radically. There are many platforms available for the customer to choose the best platform for
purchasing the products and services as per the comfort. This helps us understand the Omni
channel nature of the customer journey. Hence, in order to attract more customers and enhance
their experience, the companies are expanding on various platforms. Therefore, to improve the
customer experience and maximise the company’s performance, following methods are adapted:
 Access to analytics- Digital marketing and analytics provides data about the customer’s
method of searching the products, methods of interacting with the customers and making
transections. These data helps the organisation in making appropriate strategies in order
to earn revenue and keep up with the competitions in the market.
 Brand relationship- Digital marketing also includes social media as a mode of
promotion which helps in building brand image and relationship by engaging the
customers into updates and offers (Kapferer, 2012).
 SEO- Search engine optimisation also known as SEO is a digital tool which helps in
promoting the website or products by keeping the authentic website at the top. It catches
the data of customer search and provides the products accordingly (Dover and Dafforn,
2011). Hence, resulting in increasing the customer traffic on the online selling portals
and enhances their experience along with improving the services of the company.
 Provides Different methods to communicate- As every customer has a different
choices of exploring the details. Some of them might like to read blogs and other might
prefer other modes of communication like YouTube. Hence, digital marketing provides
various methods of communicating with the customers and provide relevant data as it is
based on critical analytics.
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CONCLUSION
From the above report it can be concluded that marketing is a very essential tool of a
company. There are various methods of marketing which helps in attracting more customers on
different platforms focusing of Omni channel journey of the consumers. Tradition method of
marketing is one of the common methods of marketing as it has been practiced by the
organisations from a long time. However, digital marketing is a new and very effective tool
which can also be denoted as a future of marketing tool. Digital marketing helps in interacting
with the customers on a large scale. Also, it is a cost friendly method of promoting products and
services.
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REFERENCES
Books and Journals
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Mughari, A.M., 2011. Analysis of guerrilla and traditional marketing integration in improving
the productivity of organizational marketing in enterprises in Iran: A case study of
Kaveh Industrial Estate in Iran. African Journal of Business Management, 5(3), pp.944-
948.
Dover, D. and Dafforn, E., 2011. Search engine optimization (SEO) secrets. Wiley publishing.
Kapferer, J.N., 2012. The new strategic brand management: Advanced insights and strategic
thinking. Kogan page publishers.
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